Digital Marketing Service for Shopping Ads client by BM Consulting
About The Client
the client is a California based company that was developed with the intention of offering an ultimate hydration experience to the people. The founding members of this company were aware of the fact that most of the bottled alkaline water was prepared without any scientific knowledge of alkaline water and its effects on the human body.
The client range of alkaline infusers helps you to prepare all-natural, anti-oxidant, mineral alkaline water with electrolytes in minutes. Client Alkaline is compatible with most reusable water bottles and lasts very long as you can just refill the bottle instead of buying a new one from the market. Client Alkaline is an ideal way to infuse your water with vital minerals and electrolytes and increase its pH up to 9.5 in minutes.
Why Did The Client Choose Us?
In the initial stages, the Client had to compete against well-established competitors in the market who sold bottled alkaline water. The client was advertising the product through shopping ads but failed to reach the expected sales figure due to high ACoS.
BM Consulting took up this challenge and designed strategies to bring down the ACoS and thereby improve the performance of the shopping ads. BM Consulting started working with them in December 2019 and since then the client’s sales charts have seen an upward trend.
Past Data Research Proved To Be Helpful
The client had already been running Shopping Ads, which meant we had a lot of data to explore and study in order to come up with new strategies. Our team spent a good amount of time studying this historical data which later helped us to experiment with different bidding strategies.
The below graph offers a glimpse of the client’s performance before they started working with us. As you can see, the cost was very high ($2874.07) as compared to the revenue generated ($1331.22) in the period from Dec 2018 to March 2019.
Implemented Multiple Strategies To Find The Most Productive One
The conversion rate was very low as compared to the advertisement cost when we started working with Client, hence we needed to take immediate measures to improve overall account performance in the long run. Our team performed detailed research of the target demographic in order to understand their buying patterns and perform keyword research. We tried multiple Google Ads Bidding Strategies that allowed us to zero in on the one that gave great results.
During the period between Dec 19 to Mar 2020, we succeeded in bringing down the ACoS from 215.90% to 30% and increased the ROAS by 10X. We did this by utilizing a manual bidding strategy and introducing a Smart Shopping campaign. We also created a Brand Search Campaign to push sales further.
It is clearly seen from the above graph that sales increased during the period from Dec 2019 to Mar 2020. In this period, the total revenue generated was $13390 against a cost of $4016.87.
During the campaign, we continued to monitor and optimize the campaigns, created new campaign types and kept checking on negative keywords to control irrelevant traffic and prevent wasted spend. Google Smart Shopping also gave us an opportunity to reach a larger audience and convert them into potential customers.
We Delivered Exceptional Performance Even During The Pandemic
The client decided to limit the daily budget from April 2020 due to the COVID-19 pandemic. Due to this constraint, we had to pause some campaigns which were costing more, while in shopping campaigns we disabled a few low-performing products. In spite of such conditions, the remaining campaigns performed exceptionally well and delivered great results, which can be seen from the graph below.
Before:
Date Range – Apr 2019 – Aug 31 2019
Cost – $3339.05
Revenue – $3662.13
After:
Date Range – Apr 2020 – Aug 31 2020
Cost – $1678.64
Revenue – $9795.14
BM Consulting Gets Results
It is to be noted that our digital marketing experts were able to accomplish this type of success by being dedicated to Clients long enough to continuously monitor and test their advertisement campaigns and strategies. BM Consulting breathed new life into the search engine optimization and digital marketing areas of Client in a very short time frame. Our expert team of digital marketing experts helps big as well as small companies to boost their sales and connect them with their ideal customers.